Cold Stone Creamery has broadened its social media effort with the launch of virtual gifts on Facebook that can be redeemed for actual ice cream and other menu items. "People will pay for a picture, but it's a great thing to give people a tangible gift," said Marketing Vice President Suzanne Schutz. "We have 600,000 Cold Stone lovers on Facebook and it's a way to reach those active fans and drive them to our stores."

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